Love Has No Labels

Wood Pencil / Direct / Direct Response/Film Advertising / 2016

Even the most open-minded people have internalized the implicit bias of cultural stereotypes, whether or not they act on it consciously. To help expose this bias, we created an online video featuring a variety of couples interacting behind a large X-ray installation. As the skeletons kissed and danced, viewers mentally filled in the blanks. When unexpected pairs stepped out from behind the screen, the surprise gave viewers a simple demonstration of their implicit bias.

Results:160M combined views Second most viewed PSA in history after just 3 weeks Over 1.5B media impressions

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